Email marketing & deliverability articles
Keeping promotional email out of the spam folder: sender reputation, Gmail and Outlook bulk-sender rules, and practical advice on subject lines, content and list building.
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What a welcome and effective email needs to have
For a sales email to be genuinely welcome, appealing content is not enough on its own — a few basic structural elements are what make readers look forward to it.
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Getting Gmail to display your email properly
Responsive email exists for mobile users — adjusting the layout to the size of the device so the message stays clear, attractive and readable without losing the design.
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What kind of email content inspires readers and keeps them coming back?
A striking subject and outstanding content clearly make an email inspiring. There are frameworks that help you get there — before you design anything or draft a word, work through AIDA.
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The ABC of writing email content
Email marketing holds readers with content worth reading and builds a long-term relationship of trust. Writing one is not simple — it takes preparation. A straightforward framework can guide you through it.
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Reactivating the subscribers who have gone quiet
Some subscribers were once active, responding regularly and taking the call to action. Over time, work and life change, they stop engaging — and prolonged non-engagement gradually damages sender reputation.
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Six subject line tips — how do you draw readers in?
Before opening anything, the recipient sees the sender name and the subject line. 64% of email users say an interesting subject is the main reason they open. Spark curiosity and both open and click rates rise.
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They are waiting for a chance to respond
Why the call to action matters in email marketing — every email should carry one, because each CTA creates an opportunity to follow up and interact.
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Newsletter is powerful
The newsletter is the most common form of email or electronic circular, and an effective way to educate customers and deepen their understanding of your product. An effective newsletter has to be designed to earn attention and anticipation.
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Before you send that email, consider this
Sixteen things to check before an email goes out — sender, subject, personalisation, images, links and mobile testing.
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Plan the whole year around the seasons
Using the festivals of all four seasons to plan a year of email marketing — a sending calendar built on Know, Like, Try, Trust.
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Know what your customers actually want
Seven essential email types, plus data on what recipients prefer — the basis for planning an effective email marketing strategy.
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How to use images in email — essential reading for eDM designers
Start with how human comprehension works. The brain processes images far faster than text, and visual content carries the bulk of human communication.
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Three small things that raise your email open and read rate
Three small things that affect open rates — the recipient's own name, a personal sender name, and a subject line worth opening.
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How do you get more of your email read?
Five strategies for lifting open rates — subject line, personalisation, send timing, layout and body copy.
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Do the right things according to the data
What survey data reveals about how teenagers read email on their phones — and why it matters for precision marketing and market segmentation.
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